抢占二次元新高地！“重百造梦场”启幕 重庆百货打造又一增长极

Core Viewpoint - Traditional supermarkets are facing challenges such as declining foot traffic, homogenized competition, and rising costs, leading to a shift in consumer behavior towards seeking identity and emotional value in their purchases. Enhancing customer experience and activating new consumption potential is essential for survival and growth. Company Summary - Chongqing Department Store (600729) is leveraging its century-old brand, omnichannel layout, and scene innovation capabilities to explore new consumption growth paths in the context of the secondary economy, providing a practical model for integrating traditional retail into the domestic cycle [1][6]. - The "Dream Factory" project, launched on December 11, 2025, aims to create a commercial complex that integrates shopping, entertainment, dining, and immersive secondary experiences, positioning itself as the fourth major brand of the department store division [1][3]. Location and Infrastructure - The "Dream Factory" is strategically located in the core commercial area of the Liangjiang New Area, specifically the Guanyinqiao business circle, which is expected to create a full-scenario consumption linkage with existing core stores like the Liberation Monument Chongqing Department Store [3]. - The project will provide essential infrastructure for secondary consumers, including a stage for performances, co-creation areas for hand-drawing, free photography zones, and dance practice areas, enhancing the overall consumer experience [3][5]. Brand and Community Engagement - Chongqing Department Store is expanding its brand influence by leveraging its well-known trademarks and collaborating with leading domestic animation IPs to create a legitimate consumption ecosystem, thereby increasing conversion rates [5]. - The company is enhancing user experience and sense of belonging through online topic interactions and offline community engagement, such as hosting fan creation exhibitions and cosplay competitions, and collaborating with university animation clubs [6]. Industry Insights - Research indicates that by 2025, domestic comic sales will account for over 55% of the market, surpassing overseas IP for the first time. By 2026, the number of secondary users in China is expected to grow to 520 million, with the secondary content industry projected to reach approximately 120 billion yuan [6].